 Wealth and income (both amount and source)  Education  Housing, neighborhood, possessions, values • In U.S., social classes are loosely defined  Lines between social classes are not fixed and rigid

Factors Influencing Consumer Behavior–
Social Factors
•Reference Groups - most influential for purchase and use of

products that are visible to othersReference Groups – direct (face-to-face) or indirect points of comparison or reference in forming a person’s attitudes or behavior. Membership groups - Groups with direct influence and to which a person belongs (e.g., friends, family) Aspirational groups - Groups an individual wishes to belong to •Opinion leaders – Also called influentials or leading adopters - People within a reference group who exert social influence on Buzz marketing : enlisting or creating opinion leaders to spread the word about their brands Family - most important consumer buying organization in

society, and an influential reference group • Changing roles and changing family structures 8

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...attitude object, consumer researchers can also use a battery of affective response scales (e.g., that measure feelings and emotions) to construct a picture of consumers' overall feelings about a product, service, or ad.
Conative component : -
The third part of the tri-component attitude model conative component consists of a persons likelihood or tendency to undertake a specific action or behavior itself, or the intention to buy a particular product. In marketing and consumer research, the conative component is frequently treated as an expression of the consumer's intention to buy. Buyer intention scales like – “How likely one is to buy” or “The chance that one will buy” are used to assess the likelihood / chances that a person buying a product.
For example, a series of decisions to purchase a canon inkjet printer or recommend it to friends, would reflect the behavioral component of an attitude
Q2. Briefly discuss the consumer Research process.
Answer:
Consumer research has emerged as an extension and an integral part marketing research. It is the set of methods used to identify the needs and then develop products and services to satisfy those needs. The focus of consumer research is exclusively on exploring consumer behavior. Consumer research process involves six major steps:
a. Defining research objectives:-
At the outlet, it is important toclearly define the purpose and objective of research study on which
Q3. Explain...

...provide advice for consumers, such as doctors, lawyers, government agencies, travel agencies.
The Consumer Buying –Decision Process And The Factors That Influence It.
It should be mentioned that advanced technology provides the opportunity to reduce the costs of searching for information. This makes it easier for customers to make informed decisions.
Social and group forces influence the customer buying –decision process
The social influences affecting consumers’ purchase decisions include culture, subculture, social class, reference groups, and family.
Culture is the set of beliefs, attitudes, and behaviour patterns shared by members of a society and transmitted from one generation to the next. Cultures do change over time. Marketing managers must be alert this changes so that they can adjust their planning to follow it. For example, in some cases, time has become as valuable as money. Australian consumers increasingly require time - saving services (such as fast food) and labour -saving products (such as frozen dinners).
Reference groups: includes a variety of groups that affect consumer behaviours through normative compliance. It should be mentioned that the family is a reference group.
Social class: is a ranking within a society determined by the members of the society. Miller et al (2000) argue that people’s buying behaviour is often strongly influenced by the class they belong to. Such as the upper class, they usually like to buy...

...Consumer motivation and the implication on marketing
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...﻿Discuss the core concepts of marketing for the travel and tourism sector
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Core concepts
In the process ofmarketing your business it is important to factor in your customers wants, needs and demands making your business match the criteria of what they want. This then would give you an advantage over competitor market sharers as you can offer the customers something they may not be able to find anywhere else. For example, TUI UK (Thomson) have gained an advantage over market sharers with the introduction of their own branded Dreamliner. By taking into consideration customer’s wants, needs and demands they have created something that customers are unable to get anywhere else with the same elements making it completely unique to their business. To keep their place in the market they are constantly making new innovations to gain advantage of their competitors with new plans to revolutionise holiday flying with their new 5 year plan in introducing a state of the art aircraft with new concepts that will change the face holiday flying. “We want to define and lead a new category of flying –...

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...Consumer behavior is the how, what, when, and why people buy, a blending of psychology, sociology and economics. Attempting to understand a buyer's decision-making process both individually or in groups can at times be impossible. Understanding peoples wants and needs to transform those into marketing a product the consumer wants and needs is what product, price, promotion and place are all about.
Defining Consumer Behavior
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Product, Price, Promotion, and Place
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...Sensory Branding
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Branding and marketing in contemporary society has ultimately changed comparing with the way they are carried out in the past. In contemporary society, it is considered that consumers' emotions and moods play a drastically increasingly important role. This paper would use consumer moods and emotions and sensory branding as fundamental theoretical framework to analyse the potential impacts of emotional benefits of consumers inmarketing and branding process.
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